Yahoo acquires social advertising startup Bread

After giving a break to its startup shopping, Yahoo is back again on its spree of adding new startups under its acquisition list. Yahoo has just acquired a social advertising startup Bread, says the latest blogpost by Bread.

Just like few other acquisitions of Yahoo, even this time financial terms have been left undisclosed for now.

Bread was launched in 2011 with an idea to help social media influencers and publishers better monetize their online content. It has built a digital platform to deliver engaging advertising across social media, desktop and mobile devices.

It helps brands to design their ad, pick a link they want to share and run it through the bre.ad URL shortener. These links can be shared on Twitter, Facebook etc. Each person who clicks these link would see the interstitial ad for five seconds before being directed to the link’s destination.

As per reports, Bread was running out of money and wanted a soft landing, it was in talks with several companies about acquiring it.

The company will be shutting down access to its core products, Bread Social and Bread Oven. It has also stated that it will support Bread links till November 21st, and has company recommended publishers to swap out their Bread links with new links from bit.ly.

Post acquisition, Bread will be joining Yahoo’s advertising team in Sunnyvale and will be working on developing next-generation solutions for social and mobile publishers and advertisers.

Bread had raised USD 3.5 Mn in funding in total from a group of investors including Lady Gaga manager and angel investor Troy Carter.